Delineating the contributors towards brand loyalty for fast food restaurants : the case of McDonald’s Singapore.

• المؤلفون الرئيسيون: Loh, Sheena., Poh, Mei Ping., Goh, Sharon Guan Hui.
• مؤلفون آخرون: Nanyang Business School
• التنسيق: Final Year Project
• اللغة: English
• منشور في: 2012
• الموضوعات: DRNTU::Business::Marketing::Consumer behavior
• الوصول للمادة أونلاين: http://hdl.handle.net/10356/48353

Using data obtained from self-administrated surveys, this study examined the attributes that motivates consumers to patronize McDonald’s in Singapore. Specifically, we seek to investigate the relative significance of these operational attributes in influencing purchase intention, and subsequently br...